Towards the analysis of e-CRM practices using an integrated fuzzy approach
by Ali Zamani Babgohari; Mahdie Hamedi; Mohammadreza Taghizadeh-Yazdi; Salman Nazari-Shirkouhi
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 13, No. 3, 2022

Abstract: Nowadays, organisations are extensively looking for ways and methods to interact and communicate efficiently with customers in order to influence them. Internet technology enables organisations to catch new customers, track their online behaviour and performance, and makes the communications, products, services and prices unique. The main purpose of this study is to prioritise electronic customer relationship management (e-CRM) implementation practices based on an integrated fuzzy approach. To achieve this goal, after identifying criteria influencing on e-CRM using expert opinions and literature review, these criteria were analysed using the fuzzy decision-making trial and evaluation laboratory (F-DEMATEL) technique. Eventually, these practices were prioritised using the fuzzy technique for order of preference by similarity to ideal solution (F-TOPSIS) technique. The results indicated that practices named: 'online and electronically transaction and communication with the customer (P7)', 'integrate the data and information and tools needed to catch more customers (P10)' and 'technology development across the organisation (P9)' are respectively in the first to third order.

Online publication date: Tue, 12-Jul-2022

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